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T
he futurists and analysts at Social values that will be shaping your dominated by the United States and
Technologies have spent years world in the years to come. its powerful entertainment industry.
analyzing global consumer It was feared that Hollywood and
trends for our clients. We grouped Baywatch were taking over the global
Cultural Trends
these trends into five categories: de- culture.
mography, rising wealth, culture, in- Just a decade or so ago, sociolo- It turns out that local cultures are
frastructure, and values. In the last gists and best-selling authors such as more robust than was thought. Peo-
issue of THE FUTURIST, we de- Benjamin Barber, author of Jihad vs. ple are quite capable of taking the as-
scribed global trends related to rising McWorld: How Globalism and Tribalism pects of global culture they like, ig-
global wealth and changing demo- Are Reshaping the World (Ballantine noring the rest, and holding tight to
graphics. Now we turn to trends in 1996), were concerned about a what they love about their native
culture, public infrastructure, and homogenization of global culture cultures. The following cluster of
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